Fairway Group, an independent fiduciary group offering private client, corporate, funds, and pension services, recently revamped their brand but felt there was room for further improvement. They approached us seeking fresh inspiration and better organisation for the brand and how it plays out across the business.
To kick off the project, we delved into the core values of Fairway Group, understanding what they stand for, what drives them, and their position within the industry. This deep understanding allowed us to develop a clear vision of how the brand should be represented visually and verbally.
THE LOOK AND FEEL
One of our key decisions was to leverage the recognisable arches from their existing logo, transforming them into dynamic visual elements that would breathe new life into the brand. By combining these arches with a vibrant and contemporary image library, we created a visually striking and modern brand identity for Fairway Group.
Additionally, we conducted a thorough review of Fairway’s brand messaging to ensure it effectively connected with their key audiences. As an owner-managed business, Fairway prides itself on its independence and ability to provide continuity through a dedicated team led by directors. While the line “Consciously independent” had been a significant part of their messaging, we discovered that without context it wasn’t acting as an effective headline. Therefore, we opted to repurpose it as a tagline rather than an advertising headline.
The project had many parts with the new brand style having to be rolled out across everything from the website and social media, to business cards and printed collateral, even to branded t-shirts for sports and events.
We successfully revitalised Fairway Group’s brand identity, giving it a clean and crisp look that could be seamlessly integrated across touchpoints. Advertising messaging now conveys Fairway’s services and unique differentiators in a powerful way, ensuring they stand out among competitors.
The transformed brand captures the essence of Fairway Group’s values, professionalism, and commitment to excellence. It reflects their 20+ years of experience and showcases their ability to make a difference in the lives of their clients, colleagues, and the community. With a strong and cohesive brand identity, Fairway Group is positioned for continued success in their industry.